By Newt Barrett | On December 18, 2007

Here’s how you can do much better for much less.

What we know for sure is that you have talented web professionals in your markets who can create a much better site within your budget range. It’s not about the money. To create a successful web presence, you simply need to do the opposite of what these big-time ad guys did. Here are the key elements to bringing your content marketing strategy to the web:

1. Don’t use a splash page. It takes too much time to load and will make your site harder to find via search engines.
2. Don’t make your visitors wait to learn how you can help them. Make it clear on your home page what you do that will solve the problems of your target buyers.
3. Make sure that the graphical elements you show are actually relevant to the content on your site. Don’t put a nice looking but meaningless montage like Universal McCann’s front and center.
4. Provide helpful, relevant, and compelling content. Demonstrate your expertise. Share great ideas with your visitors.
5. If you have achieved successful results for you clients, don’t be shy. Talk about them in concrete terms. It doesn’t matter whether you are an ad agency or a garage door company. If you have great success stories to tell, share them.
6. Make sure that your site is all about your customers not about you.
7. Don’t bury the most important content several layers down.
8. Use some form of content management system that enables you to keep your site current with content that continues to be relevant to your prospects. The world is changing fast. Don’t let your website content lag behind.

In the end, it’s all about providing great content that is easily accessible to your visitors. When you provide it, you will achieve measurable results. You will turn your visitors into customers.

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